The UK market for bathroom products achieved value growth of around 3% in 2017. The
pace of growth has lessened over the last 12 months compared to the previous
2-3 years, with modest growth expected in 2018 and 2019. The main factors
influencing the market include lower levels of consumer and business confidence,
in turn impacting on demand for bathroom products. Overall market growth
between 2017 and 2021 is forecast at around 12%.
Baths and sanitaryware is the largest sector of the
bathroom products market, followed by bathroom accessories, taps and mixers,
bathroom furniture and whirlpool/spa systems. In terms of trends, demand for
quality bathroom products with additional features is expected to remain
significant, and will be supported by a greater level of replacement purchases
as consumers upgrade to higher value solutions, with aesthetics continuing to
exert a notable influence on consumer choice.
The growing consumer preference for minimalist, wall-hung
and counter top designs will impact volume demand for sanitaryware. This trend
will support the growth of prefabricated solutions, installation frames and
concealed plastic cisterns. Taps and mixers will increasingly be used as a
means of differentiation in domestic and certain commercial environments, with
higher quality finishes and contemporary styling.
Popular products include space saving solutions such as
wall-hung sanitaryware, slim-line wash basins and short-projection furniture.
While in the baths sector, compact shower baths, small freestanding baths and
space-saving ‘back-to-wall’ D shaped/skirted baths, continue to gain share.
In the bathroom furniture sector there is increasing
demand for clever ‘invisible’ storage solutions that ensure that the bathroom
remains tidy and clutter free. The market for bathroom accessories is likely to
remain positive as consumers buy accessories as an easy and cost-effective way
to update and personalise their bathroom.
Going forward, new housebuilding volumes are set to
stabilise despite the economic uncertainty. Prospects remain positive in this
sector and will support demand for bathroom products installed in new build
homes, while RMI activity is expected to be more constrained in the next 2-3
years. Commercial private work will also remain a key driver of activity across
a number of applications, including hotels and leisure.
“The wide variation in UK bathroom size will
continue to provide opportunities for product development to suit the various
types of bathrooms such as ensuite, cloakroom installations etc.” said Hayley Thornley,
Research Manager at AMA Research.
“Modern, digital and advanced technology, such
as digital taps and sensors to control
temperature and flow, motion sensor LED mirrors and Bluetooth entertainment
systems, will become more widely used in the bathroom as consumers and businesses become increasingly aware of their
benefits. Consumers are demanding quality products that will last and use the
internet to search for the best deals available.”
There will also continue to be a significant demand for
inclusive bathroom products that are both practical and easy to use, such as
low-level or walk-in baths for easy access, wall-hung sanitaryware for easier
manoeuvrability, thermostatic and lever operated tapware controls, and shower
toilets. This will be boosted by the Disabled Facility Grant (DFG) provision to
pay for improvements such as accessible showering facilities, which is set to
double over the next 2-3 years to over £500 million in 2019/20.
The ‘Bathroom MarketReport – UK 2017-2021 Analysis’ report is published by AMA Research, a
leading provider of market research and consultancy services with over 25 years’
experience within the construction and home improvement markets. The report is
available now and can be ordered online at www.amaresearch.co.uk or by calling 01242
235724.
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